Expanding into a new market is not just about launching a product or activating campaigns.
The real challenge is much simpler, and much harder at the same time: getting users to trust your brand.
When a new iGaming operator enters a country, it starts from zero. No brand awareness, no reputation, no emotional connection with the audience.
And in a category like gambling, where trust is everything, that becomes a critical barrier.
Why trust is the real challenge
In established markets, users already know the main operators. They have seen them on TV, heard about them from friends, or interacted with them before.
In a new market, your brand is just another name.
Users ask themselves:
- Is this platform reliable?
- Will I be able to withdraw my money?
- Is this brand even known here?
This is where most international operators underestimate the challenge.
They focus on performance campaigns, bonuses, or acquisition tactics, but forget that trust needs to be built first.
The role of local perception
One of the fastest ways to build trust is to connect your brand with something that already feels familiar.
That usually means local faces.
When users see a well-known personality associated with a brand, the perception changes immediately:
- the brand feels more legitimate
- it feels closer and more relevant
- it reduces the “foreign brand” barrier
This is especially important in markets across Latin America and Southern Europe, where cultural proximity plays a big role in decision making.
Why celebrities work so well in iGaming
Many operators use former football players as brand ambassadors.
And there is a reason for that:
- football is deeply connected to sports betting
- ex-players already have credibility
- they bring instant recognition
But footballers are just one option, and often a very expensive one.
What really matters is not the profile itself, but what it represents: trust, familiarity and local relevance.
Read our blog post about ex football players in the Gambing industry.
It is not just about footballers
There are many other profiles that can work equally well, sometimes even better depending on the market:
- TV presenters
- influencers with strong local audiences
- actors or media personalities
- niche creators in sports or entertainment
In many cases, a well-chosen influencer with strong engagement can deliver better results than a big-name celebrity with less connection to the audience.
The key is the right fit, not the biggest name
One of the most common mistakes is to focus only on visibility.
More followers, more fame, bigger reach.
But in reality, what drives impact is:
- alignment with your target audience
- credibility within that audience
- consistency with your brand positioning
A smaller but trusted voice can outperform a big celebrity if the fit is right.
How to use them effectively
Working with local influencers or celebrities is not just about putting a face in an ad.
To make it work, you need to:
- integrate them into your campaign strategy
- use them across multiple channels, not just one
- ensure the message feels natural and not forced
- combine awareness with performance objectives
The goal is not just visibility.
The goal is to transfer trust from that person to your brand.
Combining local faces with the right media strategy
Influencers and celebrities work best when combined with a broader media approach.
For example:
- TV campaigns with a known face
- digital campaigns amplifying that presence
- social media content driven by influencers
- programmatic and display campaigns reinforcing visibility
This creates consistency and accelerates brand recognition.
Final thoughts
Entering a new market is not just a marketing exercise.
It is a trust-building process.
Local influencers and celebrities are one of the most effective ways to accelerate that process, but only if used strategically.
The real value does not come from hiring a famous name.
It comes from choosing the right person, in the right market, and integrating them into a coherent strategy.
Looking to enter a new market in Chile, Spain or LATAM?
At Itzitip, we are a marketing agency specialised in iGaming and we work with trusted local partners across these markets to help iGaming brands launch and scale effectively.
From influencer and celebrity collaborations to digital campaigns, TV advertising and media buying, we combine local expertise with a structured approach to build trust and drive real results.
